<![CDATA[Purpose:This study analyzes the effects of live streaming, online customer reviews, and free shipping promotions on online purchase intention among Shopee marketplace users in Denpasar City.Methodology:The study used a quantitative design with 100 respondents selected through non-probability sampling. Data were collected through questionnaires and analyzed using multiple linear regression and partial and simultaneous hypothesis tests with SPSS.Findings:Live streaming, online customer reviews, and free shipping promotions simultaneously have a positive and significant effect on online purchase intention. Each variable also has a positive and significant partial effect on purchase intention.Implication:Shopee should improve the attractiveness and interactivity of live streaming, strengthen the credibility and presentation of customer reviews, and design free-shipping promotions that are communicated clearly and early enough to support comfortable purchase decisions.]]>
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